That's right, Kobo gave the first step, and the Kobo Touch was officially put on sale yesterday, hours before Amazon and Google opened their eBook stores. Kobo have a partnership with Livraria Cultura, one of the largest bookstores in Brazil, which sells eBooks since 2008, but they generally cost more, compared to the offerings from Amazon.

This may be more of a progression for Amazon than a reaction. The Kindle 2 and the DX were the first Kindles to be sold internationally in 2009. Since then, Amazon has been opening country specific Kindle stores (maybe a bit slowly but I don't know the logistics involved).